MEMAHAMI MANAJEMEN
PEMASARAN
Tetty Herawaty.,SP.,MSi
Most competitive advantages are from
“f ll” benefits
“fell”
b fi
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Lingkup Pemasaran
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Status Permintaan dan Tugas
Pemasaran
Pemasaran
- Permintaan Negatif
- Rancangan ulang produk, harga rendah & promosi positif
- Tidak Ada Permintaan
- Menghubungkan manfaat dengan kebutuhan dasar &
minat orang
- Permintaan Laten
- Mengukur ukuran pasar & mengembangkan produk
yang memuaskan
- Permintaan Merosot
- Mengukur
Meng k r ukuran
k ran pasar & mengembangkan produk
prod k
yang memuaskan
g
- Permintaan Ireguler
- Synchromarketing
y
g
- Permintaan Penuh
- Memperbaiki mutu dan mengukur kepuasan konsumen
- Permintaan Berlebih
- Demarketing
tetty@unpad.ac.id
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Lingkungan Pasar
1.
2.
3.
4.
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Pasar Konsumen
Pasar Bisnis
Pasar Global
Pasar Nirlaba dan
Pasar Pemerintah
PEMASARAN = MENAMBAH
NILAI LEBIH
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Mendefinisikan Pemasaran
P
Pemasaran
:
suatu proses sosial yang
didalamnya individu dan
kelompok mendapatkan apa
yang mereka butuhkan dan
inginkan
k dengan
d
menciptakan, menawarkan
dan secara bebas
mempertukarkan produk yang
bernilai dengan pihak lain
tetty@unpad.ac.id
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M
Manajemen
j
Pemasaran
P
:
proses perencanaan dan
pelaksanaan pemikiran,
penetapan harga, promosi serta
penyaluran gagasan, barang dan
j
jasa
utnuk
t k menciptakan
i t k
pertukaran yang memenuhi
sasaran-sasaran individu dan
organisasi
Core Marketing Concepts
Needs, wants,
and demands
Markets
Exchange,
g ,
transactions,
and relationships
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Products
Value,
Value
satisfaction,
and quality
9 Prinsip
p Marketing
g Menurut
Hermawan
Positioningg
Diferentiation
Targeting
Marketing Mix
Segmentasi
Selling
Brand
Service
Process
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Principle 1
View Your Market Creatively
SEGMENTASI
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Principle 2
Allocate Your Resources
Effectively
TARGETING
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Principle 3
Lead Your Customer Credibly
POSITIONING
“Smart
Smart, Young & Role Model
Model”
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Positioning
is the act of designing a company’s
company s offer
so that it occupies a distinct and valued place in the target
consumer’s minds
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Principle 4
Integrate Your Content &
Context
DIFFERENTIATION
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Principle 5
Integrate Your Offer & Access
MARKETING MIX
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Principle 6
Build Long
Long--term Relationship
With Your Customers
SELLING
Tips To Build Relationship
1.
Satisfy your customer
2.
Listen to find out what the customer really want
3.
Charisma
4.
Give value
5
5.
Emphaty
6.
Create suprice
7.
Keep in touch
tetty@unpad.ac.id
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Principle 7
Avoid CommodityCommodity-like Trap
BRAND
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Principle
p 8
Make Service as Your Way of Life
SERVICE
The Five Dimensions of Service Quality
1.
Reliability, Ability to perform the
ppromised service dependably
p
y and
accurately
2.
Assurance, Knowledge and courtesy or
employees and their ability to convey
trust and confidence
3.
Tangible, physical facilities, equipment
and appearance of personal
4.
Empathy, caring, individualized
attention the firm provides its customers
5.
Responsiveness, willingness to help
customersw and provide prompt service
tetty@unpad.ac.id
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Principle 9
Improve Your Quality
Quality, Cost &
Delevery
PROCESS
tetty@unpad.ac.id
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Marketing and Sales Concepts
Contrasted
Starting
Point
Focus
Factory
y
Existing
Products
Means
Ends
Profits
g
through
Volume
Selling
and
Promoting
The Selling Concept
M k t
Market
Customer
Needs
Integrated
Marketing
Profits
th
through
h
Satisfaction
The Marketing Concept
tetty@unpad.ac.id
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Marketing
g Management
g
Philosophies
Production Concept
•Consumers favor products that are
available and highly affordable.
•Improve
p
production
p
and distribution.
Product Concept
•Consumers favor products that offer
the most quality, performance, and
innovative features.
Selling Concept
•Consumers will buy products only if
the company promotes/ sells these
products.
p
Marketing Concept
Societal Marketing Concept
tetty@unpad.ac.id
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•Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
p
•Focuses on needs/ wants of target
markets & delivering superior value.
Kecenderungan Perubahan Perusahaan
Terhadap Perubahan Dunia Bisnis dan
Pemasaran
Rekayasa ulang
Mendapatkan sumber luar
E-commerce
Benchmarking
Aliansi
Pemasok mitra
Berpusat pada pasar
Global dan lokal
T d
Terdesentralisasi
t li i
tetty@unpad.ac.id
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Marketing’s Future
z
“It (marketing) encompasses the entire
business. It is the whole business seen from
the point of view of the final result, that is,
point of view.”
from the customer’s p
z
z
Peter Drucker
Marketing has become the job of everyone.
tetty@unpad.ac.id
blog.unpad.ac.id/TettyHerawaty
Tema Pemasaran Utama
Pemasaran hubungan
Nilai masa hidup pelanggan
Pangsa pelanggan
Pemasaran sasaran
Individualisasi
Basis data pelanggan
Komunikasi pemasaran terpadu
Saluran pemasaran sebagai mitra
S ti karyawan
Setiap
k
sebagai
b i pemasar
tetty@unpad.ac.id
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